THE STUDY OF CONSUMERS PURCHASE INTENTION AND PREFERENCE ANALYSIS TOWARDS BOTTLED COFFEE PRODUCT IN BANDUNG

• Main Author: Resty Nabila, Regina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80538
• Institution: Institut Teknologi Bandung

Coffee Industry always increase continuously, especially in Bandung. Nowadays, coffee is become a lifestyle and popular both in Global or Indonesia. The competition in Coffee Industry is high. To win the market, company who run business in coffee industry must know about their consumers’ behavior. They should know about what factors that influence their consumers when buying a bottled coffee product and how is their purchase intention towards a bottled coffee product. While the consumers’ perception and consumer attitude is the main factor that affecting consumers purchase intention. Thus, this research aims is to know how is the effect between consumer perception, consumer attitude and their purchase intention, and explored their preferences of bottled coffee product. The data Collection is generated by interview and survey of 400 respondents. The result of the data collection was analyzed by coding, conjoint analysis and partial least square analysis. This research explored the relationship between consumer perception, consumer attitude and purchase intention, what kind of bottled coffee product is preferable for consumer, and get to know what factor that influencing consumer while buying bottled coffee product. The results of the research shows that that there is a positive relation between consumer perception, consumer attitude and their purchase intention. Moreover, Coffee consumer prefer coffee with original flavor and low caffeine and for the packaging they prefer coffee bottle with tall shape, made from plastic and 250ml in size and for the price they prefer 15.000 IDR. While, Word of mouth and promotion strategy influencing coffee consumer while buying bottled coffee product. This research is aimed to help Demitasse Company developing their new product.